Handbook of Research on Integrating Social Media into Strategic Marketing

Handbook of Research on Integrating Social Media into Strategic Marketing

Nick Hajli (Newcastle University Business School, UK)
Indexed In: SCOPUS View 1 More Indices
Release Date: April, 2015|Copyright: © 2015 |Pages: 438
ISBN13: 9781466683532|ISBN10: 1466683538|EISBN13: 9781466683549|DOI: 10.4018/978-1-4666-8353-2


To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer.

The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Communities
  • Brand Equity
  • Customer Relationship Management
  • Distributed Leadership
  • Employer Branding
  • Product Development Strategies
  • Social Commerce
  • Social network analysis
  • Sport Marketing
  • Virtual Communities of Practice

Reviews and Testimonials

Researchers in management and information systems explore how companies can integrate social media sites into their marketing strategy. The topics include understanding the use of social media for employer branding, the benefits and and challenges of using social media in the new development process, a continuance model for optimized participation in virtual communities, understanding customers' behavior through web data mining models, and a social media perspective on distributed leadership and its application in health care settings.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Nick Hajli is a programme director and a Lecturer in Marketing in Newcastle University Business School. He is an Editor in Journal of Research in Interactive Marketing. He also serves as the guest editor for several high impact journals such as the International Journal of Information Management and the Technological Forecasting and Social Change Journal. His active research areas are consumer decision making in a social commerce context, co-creation of value with consumers, and healthcare development in current digital era. His research has appeared in the top 20 Journals used in Business School Research Rankings such as Journal of Business Ethics. He has also published on refereed journals such as Technological Forecasting and Social Change, International Journal of Market Research, International Journal of Information Management, and other quality journals as well as in several international conferences.